This latest update from the ICO still presents a dilemma for publishers, yet the proposed Consent or Pay model offers a glimmer of hope, especially considering the success of increased consent rates in Germany. The impending Meta consent or pay ruling by the European Data Protection Board (EDPB) will likely set the precedent, with the ICO expected to align accordingly.
It's encouraging to see advocacy for contextual advertising, although it will undoubtedly face obstacles, particularly concerning measurement. Nonetheless, it's poised to attract marketing spending once uncertainties settle and has the backing of the ICO. The Privacy Sandbox remains under scrutiny, with the CMA expressing concerns and urging stronger commitments from Google. Given the lack of untested alternatives, publishers must vigilantly monitor this evolving situation.
The ICO has never disclosed if there will be any exceptionalism for cookies. Metadata is required for advertising, measurement data is a necessity for media agencies, and even fraud detection requires some level of data mining. If measurement data alone vanishes from a publisher’s site, agencies will shut the door costing publishers millions in revenue.
The ICO has been threatening enforcement for nearly five years now, but we’re yet to see that happen. The EU is way ahead of us, with fines already being handed out to the likes of Le Figaro. For the time being, publishers will continue to seek solutions that work for them, and by the end of Q2 perhaps the ICO will finally take action against those who aren’t complying with privacy laws. Overall, this update shows the ICO are not trying to break advertising, simply ensure the law is followed and Publishers are caught in the middle.
Content Ignite are very excited to announce the launch of our Insights Hub within Fusion. This fantastic new tool will enable you to slice and dice data, monitor your website performance, keep tabs on SSPs and so much more, putting the power of Fusion firmly at your fingertips!
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View ArticleAt Content Ignite, we understand the significance of privacy and the intricacies of data protection laws, particularly within the EU. As we continue to prioritise your users privacy, we are thrilled to announce the launch of our latest innovations: the Policy Centre and ID Solutions.
View ArticleOn February 19th, Prebid announced "Asteroid," a tool designed to measure the impact of identity (ID) solutions. Marketed as a unique and powerful solution, a closer look reveals it to be an minor enhancement feature that like the rest of Prebid.
View ArticleManaging traffic fluctuations is a common challenge for publishers. While decreased traffic can impact revenue, understanding the relationship between traffic and monetisation helps publishers make informed decisions and implement effective strategies. This guide outlines key considerations and solutions to help minimise revenue impact during lower traffic periods.
View ArticleAlthough the ICO guidance diverges somewhat from the stricter approach taken by the EDPB, offering UK publishers more flexibility in their business models. However, publishers must carefully navigate these requirements if considering the Consent or Pay model.
View ArticleWe only need your email and domain to complete each healthcheck